United States Fund · 2025
Confidential - Health & Beauty Brand
Health, Beauty & Personal Care · United States
Direct-to-consumer health and beauty brand with strong category loyalty. Partial founder liquidity with continued involvement in product and brand.
The Situation
A founder who had built a loyal direct-to-consumer following over many years and wanted partial liquidity without surrendering creative control of the product and brand they had originated.
The Partnership
We provided partial founder liquidity and took a minority stake. The founder remained the senior voice on product and brand; we supported professionalising operations, finance, and the supply chain underneath that.
How We Measure Progress
Customer repeat rate, product margin discipline, and the quality of new hires in the operating team. We are unhurried about scale.
Principles in Practice
Founder authorship is preserved. Growth is paced to what the team can absorb. Marketing is honest about what the product is and is not.
Details anonymised in keeping with our commitment to discretion. Named references available privately to serious counterparties.
